A flurry of PR announcements over the last week shows publishers are still experimenting in earnest with virtual reality.
Some of the new projects, from the BBC and the Guardian, make use of Google’s latest VR platform, DayDream. And more are coming down the pike from the Financial Times and CNN International. Monetizing VR, though, is still tough. VR audiences are small, and the content is costly to make.
“It’s easy to say everyone is £5 ($6.20) away from having a Google Cardboard headset, but the reality is they’re not. You almost need to run an advertising campaign just to alert people to the fact you’re doing VR,” said Jerry Daykin, global digital partner at Carat. “For [consumer goods] companies to put big money behind VR, you’re talking tens of millions of views expected.”
Here’s a look at how five publishers are setting up VR operations.